For brands with educational products to sell, you’re likely to be interested in a couple of these top categories:

60% of respondents said that they want to receive gift cards and other certificates

37% said that they want to receive books and other media.

If you’re going to reach the overlap of learners looking for classes, media and information, you’re going to need to do so online. Over half of respondents, 55%, plan to do their holiday shopping at least partially online—but it’s an extremely competitive game this time of year.

If your brand is going to stand out, you’re going to need data-driven insights when it comes to targeting and budgets. Most importantly, you’re going to need knockout creatives to entice consumers to click.

This holiday season, we’ve taken a deep dive into the planning and executing on digital marketing campaigns for the education industry.

We analyzed the top 2,000 video campaigns on the open web based on two key metrics—viewability and completion rate. Below we mapped actions in three categories to see where the highest opportunity for marketers is this holiday season: physical activity, vocal activity, and general activity.

Beyond the video production, here are some tips to help your video be successful:

Keep your videos between 15 seconds and 1 minute long

Include your logo on-screen for better brand recall

Include subtitles if needed to optimize for sound-off

Include and overlay for better click-through-rate (CTR)

…Or an end card to drive traffic from people who have finished your video

Finally, Test three video creatives for the best optimization

Sponsored content: don’t include props in your photos.

The images that drive the highest demand from consumers for education brands this holiday seasons are the ones without the extras—excluding things like animals, text, and food in your creatives helps campaigns perform.

We also analyzed the top keywords to use in your sponsored content headlines and creatives. The keywords like “world,” “year,” and “universities” can increase your CTRs by up to 171%.

This language learning app saw about 100K new leads a month with their sponsored content campaign.

As your campaigns run this holiday season, you’ll need to keep testing, reiterating, and trying new things. Keep creatives fresh and try new tactics if you start to see fatigue in your online audience.

The holiday season is a time for sharing, giving, and fun, which is exactly what you should be aiming for with your holiday campaigns—give customers and fans the chance to be a part of the action.